Money is no longer enough. As the economies develop, purely financial evaluation of societal growth is no longer sustainable. Social and environmental aspects must be considered as well. We buy things that are eco-friendly and fair-traded; we evaluate our impact on nature (EIA, SEA); we advance social entrepreneurship. Soon, the competitive advantage of nations will consist in quality of life rather than labour cost arbitrage.
Why? Because we (ie developed countries) are wealthy enough to afford a shift from quantity to quality. We have clean streets, no child work, safe products, good education, etc. In such a situation, we can afford to care about the environment and consequences for the future.
If you think of it this way, global warming (however its existence may disputed in academia) is not a media swindle, but rather a clever justification of such long-term mission of (and transition to) new source of societal progress.
And the fashion industry? As we progress towards more eco-conscious consumption routines which will re-appreciate durable goods, we will abadon the fashion hype that forces us twice a year to buy a whole new collection. (Cf with this.)
Radical, isn't it? What's your opinion?
(Photo: Adam Foster, Flickr CC)